Retail Adult Incontinence in Chile

PROSPECTS

Barriers are slowly broken

The problems of incontinence have always caused discomfort in the consumer: once the symptoms of this condition begin to show, the consumer is reluctant to seek medical advice, mainly due to embarrassment. Generally, there is misinformation within society.

Moderate adult incontinence products still have a low presence

In terms of the different absorption capacities of adult incontinence product lines, those positioned as having a moderate capacity do not have a large presence. Most value and volume sales are achieved by light and heavy adult incontinence products.

Formats change from nappies to pants

The pants format is attracting the attention of consumers. The purchasing power of Chilean consumers allows them to choose products that offer comfort and ease of use.

COMPETITIVE LANDSCAPE

Points of sale are very important for brand and product communication

As retail adult incontinence does not have a sustained presence in media or communication marketing campaigns, consumers are not used to observing incontinence product advertising in public places. Therefore, companies consider that points of sale are highly important in campaign strategies to communicate information about their brands and products.

Retail adult incontinence still has a low penetration rate and a low presence in traditional channels

Retail adult incontinence still has great opportunities and is projected to increase its volume and value sales. It does not have a high penetration rate, still being relatively underdeveloped in Chile.

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